Let's take the example of the Louboutins, this pair of shoes which wouldn't leave any normal woman indifferent. Some men either.

We say that Christian Louboutin, talented and unconventional, was inspired by the nail varnish of his assistant to give his shoes' soles this red varnish color. Therefore, the brand had found its signature. Worn by the biggest celebrities, business women and politicians having a meticulously sough look, the red sole gained notoriety and now speaks for itself, reflecting a whole lifestyle.

In a world that has never been more competitive, creativity is a key. Consumers choose to wear clothes which transmit a particular message, sometimes neglecting the price of it. This is what we must consider : the identity (and not only the sartorial identity) that confers the product to the consumer.